Public Relations, an Overview
Public Relations, also known as PR, or community relations, is actually a difficult subject to explain. Especially recently the requirement for “Good PR” has become a top priority. A lot of major universities provide both higher and lower level classes in Public relations with themes ranging from campaigns to writing. However exactly what really is Public Relations and what does it do?
In the broadest sense, Public relations is all about creating and retaining public image. Public Image is how the public views and reacts to person, product or service or concept. Public image is particularly critical for diverse groups from commercial enterprises to non-profit groups, individuals of high-profile, academic institutions, governments, countries, and even sports teams. One definition of PR is the administration of communication between the these groups and the public (also known as stakeholders). Everything in PR is aimed toward the desired public. Defining where PR originates from and what is does could reveal its function.
Here is an excerpt from the history of PR. The most widely considered founder of Public Relations was Edward Bernays, nephew of Sigmund Freud, who is famous for for an event in 1929. As part of one of the first PR campaigns named the “Torches of Liberty Contingent”, Bernays, privately employed by an American Cigarette Company, inspired women to march in the New York City Easter Day Parade smoking. This shattered the earlier social taboo of female smokers, meant a substantial payment for Bernays and a positive shift in public opinion to smoking under the guise of gender equality. One of the very first examples of PR with positive commercial outcomes for the smoking industry.
To understand Public Relations you also need to understand its goals. PR goals can be separated into four groups:
1) Create, maintain, and defend reputation
2) Enhance status
3) Present a positive image
4) Create good will (for the group, item or idea)
A unique distinction of Public Relation is that it is different from advertising. Particularly because PR is depicted by a third party resulting in cost-free but uncontrolled exposure, credibility, and unpredictability of price and results. PR is often significantly more difficult and time consuming that typical advertising.
To accomplish its objectives, those people in the PR business have a assorted tool box and procedures. They include Press Releases, in the form of newsletters, reports, brochures. Social Media Outlets like blogs, Facebook, and Twitter. Press Kits that comprise several types marketing material. Other resources are publicity stunts, talk show circuit, speeches, visits and “AstroTurfing”.
Among the Procedures that PR employ are:
1) Identifying all relevant factors
2) Establishing goals
3) Outline tactics
4) Interaction with the desired public
5) Feedback from the public
6) Modify and adapt as necessary
One distinct aspect of Public Relation is “spin”. Spin pertains to the process of representing an event through a lens of bias. This means selective representation in the quantity and manner of information displayed to the public. The individuals that take on this job are known as “spin doctors” and they normally use everything from cherry picking to euphemisms to non-denial as their strategies.
Public Relations is further separated into various sub-categories
Financial – involves current as well as potential investor and analysts
Consumer/lifestyle – to educate and build relationship with current or future consumers
Crisis – to deal with accidents, disasters, mistakes or wrongdoing
Industry – to promote relationships within industry whether products or for employees
Government – to deal with the public view in all situations
Throughout this overall practice, Public Relations can and does deliver the results. The results can be free good publicity and that leads into greater attention and improved publicity, sales and image. Therefore do not take Public relations for granted as a effective instrument to build or destroy.
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